Research Handbook of Marketing in Emerging Economies by Marin A. Marinov (Englis

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Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multicultural markets in marketing and retail marketing of multinational corporations.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

Recently, emerging economies have contributed significantly to world economic growth and output. The Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific processes and requirements, as well as the consequences of conducting marketing in these challenging contexts.Addressing diverse issues from a universal as well as regional and country specific perspective, this book sheds light on general topics such as data collection procedures equivalence and marketing accountability as well as exploring specific contexts such as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing, retail marketing of multinational corporations, corporate social responsibility and consumer loyalty. Timely and engaging, this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners, managers and policy makers working in emerging economies will also benefit from practical guidance on both improving approaches to serving customers as well as creating conducive environments for serving customers.Contributors include: M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z. Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A. Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare, M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V. Zabkar

Author Biography

Edited by Marin A. Marinov, Professor of International Business, Aalborg University, Denmark

Table of Contents

Contents:Introduction: Marketing in emerging economiesMarin A. Marinov1. Data collection procedure equivalence in emerging economy market researchPervez N. Ghauri and Agnieszka Chidlow2. Globalization, sustainability and marketing of healthcare in emerging market economies: Doing good while doing wellVan R. Wood3. Marketing accountability in emerging economy firmsMaja Arslanagi-Kalajdi and Vesna abkar4. Materialistic tendencies and adolescent healthy food consumption: Setting the research agendaNesma Ammar, Noha El-Bassiouny and Ronia Hawash5. Psychobranding of emerging economy firms: Building emotional connections with local consumersG. Nicolás Kfuri6. Multinational corporation retailing in emerging economies: Interplays of resistance, cooperation and transmutationMarie-Laure Baron, Ruby Roy Dholakia and Nikhilesh Dholakia7. Perceived advertising intrusiveness and avoidance in emerging economies – the case of ChinaDan A. Petrovici, Svetla T. Marinova and Marin A. Marinov8. Value branding in emerging economies as a social dimension in the Indian contextS. Ramesh Kumar and Svetla T. Marinova9. Researching country image construct in the context of emerging economiesDurdana Ozretic-Dosen, Vatroslav Skare and Zoran Krupka10. Opening the black box of Russian culture in B2B relationshipsCarl Arthur Solberg and Anzhelika Osmanova11. Russian consumer behaviour: In search of a balance between national uniqueness and western mainstreamSergei F. Sutyrin and Irina V. Vorobieva12. Marketing in an emerging economy: The Russian e-commerce marketMaria Smirnova, Vera Rebiazina and Anna Daviy13. Marketing in Bulgaria: A small emerging economy and multicultural marketsVesselin Blagoev and Mihael Minkov14. Diffusion of supermarkets in Bangladesh - miles to goM. Yunus Ali and Anisur Rahman FaroqueIndex

Review

'The role of emerging economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in emerging economies, largely neglecting marketing strategies and other marketing related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in emerging economies.' -- Jorma Larimo, University of Vaasa, Finland

Review Quote

'The role of emerging economies as target markets for firms has increased significantly, especially during the last ten years. Most of the books and studies published have focused on the macro-level analysis of entry barriers and/or investments in emerging economies, largely neglecting marketing strategies and other marketing-related issues. With 14 different chapters covering diverse topics ranging from the role of country image to marketing accountability, as well as both manufacturing and service sector analysis and international case studies, this book is clearly an interesting addition to the present stock of knowledge. It will provide an excellent primary text for courses focusing on entry and marketing strategies in emerging economies.'

Details ISBN1788976967 Pages 328 Language English Year 2018 ISBN-10 1788976967 ISBN-13 9781788976961 Format Paperback Publication Date 2018-10-26 Publisher Edward Elgar Publishing Ltd Series Research Handbooks in Business and Management series Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom AU Release Date 2018-10-26 NZ Release Date 2018-10-26 UK Release Date 2018-10-26 Author Marin A. Marinov Edited by Marin A. Marinov DEWEY 658.8 Audience Professional & Vocational We've got this

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